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Asian brand strategy : building and sustaining strong global brands in Asia

Author: Martin Roll
Publisher: Houndmills, Basingstoke Hampshire ; New York, NY : Palgrave Macmillan, 2015.
Edition/Format:   eBook : Document : English : Revised and updated, Second editionView all editions and formats
Summary:
This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.
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Genre/Form: Electronic books
Additional Physical Format: Print version:
Roll, Martin, 1967-
Asian brand strategy.
(DLC) 2015003633
(OCoLC)873726192
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Martin Roll
ISBN: 9781137359179 113735917X 9781137359186 1137359188
OCLC Number: 919635832
Description: 1 online resource (xx, 335 pages)
Contents: Introduction 1. Branding - The Driver of a Successful Business Strategy 2. Transforming How We Understand Asian Cultures and Consumers 3. Asian Country Branding 4. Celebrity Branding in Asia 5. Asian Brand Strategy 6. The Digital Revolution and How It Reshapes Asian Brands Path to Global 7. Successful Asian Brand Cases 8. Aspiring Asian Brand Cases 9. 10 Steps to Build a Successful Asian and Emerging Market Brand 10. Asian Brands Towards 2020: A New Confidence in the Asian Boardroom Conclusion
Responsibility: Martin Roll.

Abstract:

This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new  Read more...

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'Building successful global brands is and will be critical for the rapidly increasing number of Asian champions on the global stage. Martin Roll provides a compelling and practical roadmap on how to Read more...

 
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